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Cold Email vs Email Marketing. What’s the Difference?
Learn the differences between cold email and email marketing in this blog post.
Email Marketing, Cold Email
February 3, 2023
Email Marketing, Cold Email
If you're in the world of email marketing, you've probably heard the terms "cold email" and "email marketing" thrown around a lot. But do you really understand the differences between these two approaches?
Cold email involves sending a one-time, unsolicited message to a prospect to build rapport with prospects or make a sale. It's often used to introduce a product or service, schedule an appointment, or gather information.
Email marketing, on the other hand, involves sending regular, often automated, emails to a list of subscribers who have opted in to receive them.
These emails can be used to promote products or services, share company news and updates, or nurture leads through the sales funnel.
In this blog, we'll dive into the differences between cold email and email marketing, including the pros and cons of each approach, to help you make the best decision for your business.
What is Cold Emailing?
A cold email is an unsolicited email sent to a recipient or prospect who does not have a prior relationship with the sender. It is often used as a sales technique to reach out to potential customers or prospects, and introduce a product or service.
Cold emailing is a form of outbound sales, meaning that it involves actively reaching out to potential customers rather than waiting for them to come to you. Used to generate new business and is often sent to a targeted audience that matches the customer profile of the company's product or service.
While it may seem similar to other tactics like cold calling or door knocking, cold emailing has a few key differences. For one, it allows you to reach a much larger audience in a shorter time. You can send hundreds or even thousands of emails in a single day, depending on the number of email accounts you’re using, reaching a diverse group of potential customers without the time and effort required for personal visits or phone calls.
Another difference is the level of personalization possible with cold emailing. While it's still important to tailor your message to the specific recipient, you can also use tools and techniques to segment your audience and send more targeted messages. This can help you connect with prospects more meaningfully, increasing the chances of success.
Many companies offer cold emailing as a way to outsource your sales team and leave this sales process in expert hands.
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What is Email Marketing?
Email marketing is a marketing strategy that involves sending promotional and informational emails to a group of individuals who have previously expressed interest in your brand or have agreed to receive marketing emails from you.
These emails can be sent to customers, potential customers, or even past customers in an effort to promote your business or sell a product or service.
Email marketing differs from cold emailing in that the recipients have explicitly given their consent to receive emails from you. With cold emailing, the recipient has not previously expressed any interest in receiving emails from you and may not be expecting to receive an email from you.
🎯 The goal of email marketing is to build and maintain a relationship with your audience through regular communication. This can be achieved through newsletters, promotional emails, or even automated email campaigns triggered based on a specific action taken by the recipient.
Email marketing is an effective way to reach a large audience cost-effectively and measurably. By analyzing the results of your email campaigns, you can continually optimize and improve your email marketing efforts to better meet the needs and interests of your audience.
Differences Between Cold Email and Email Marketing
When it comes to digital marketing, cold emailing and email marketing are two approaches that are often used.
However, several key differences between the two are important to understand 🧐
✔️ Consent: Cold emailing is a way to reach out to potential customers who have not expressed any interest in your product or service. Email marketing, on the other hand, is only sent to subscribers who have actively opted in to receive emails from you.
✔️ Purpose: Cold emails are often used to build relationships with new customers or clients, while marketing emails promote products or services to an already established group of subscribers.
✔️ Personalization: Cold emails are typically more personalized and targeted, as they are being sent to individuals rather than a large group of people. Marketing emails are typically more general and are sent to a large group of people, often using segmentation to target specific list subsets.
✔️ Frequency: Cold emails are typically sent on a one-off basis, while marketing emails are often part of a larger campaign and are sent regularly.
✔️ Layout: Cold emails are typically more straightforward, with the main focus on the message's content. On the other hand, marketing emails often have more design elements, such as images and buttons, and may include calls to action.
✔️ Legal considerations: Cold emails must be GDPR-compliant, meaning they must have a legitimate interest in the recipient and include an opt-out option. Marketing emails, as they are only sent to subscribers who have opted in, are already compliant with these regulations.
In summary, cold emailing is a way to reach out to new potential customers. In contrast, email marketing is a way to promote products or services to a group of already interested subscribers.
Both approaches can effectively reach your target audience, but it's important to understand the differences and use the appropriate strategy for your goals.
Best Practices When Sending Cold Emails
Cold emailing can effectively reach new prospects and build mutually beneficial relationships, but it's important to approach it with strategy and care.
If done improperly, cold emails can come off as spammy and ruin your chances of building a relationship.
Here are some best practices to follow when sending cold emails:
✅ Personalize your emails. The more personalized your email, the more likely it will be read and not marked as spam. Use the recipient's name, reference a shared interest or mutual connection, and make the email relevant to their needs and interests.
✅ Keep it short and sweet. No one has time to read a novel in their inbox. Keep your cold emails concise and to the point, and make sure the value proposition is clear.
✅ Use a professional subject line. Your subject line is the first thing the recipient sees, so make sure it's attention-grabbing and professional. Avoid using all caps or exclamation points, as these can appear spammy.
✅ Use a professional email signature. Your email signature should include your name, title, and contact information. Consider adding a headshot or company logo for a more personal touch.
✅ Follow up, but don't overdo it. If you don't hear back after the first email, it's okay to send a follow-up. Just make sure not to send too many emails or come across as pushy.
✅ Use an email verification tool. Before sending a cold email, ensure the email address is valid and not a spam trap. An email verification tool can help ensure your emails reach their intended recipients.
✅ Be mindful of GDPR and CAN-SPAM laws. Ensure you have the recipient's explicit consent to receive emails from you and include an easy way for them to unsubscribe if they no longer want to receive emails.
Best Practices When Sending Marketing Emails
A strong email marketing strategy not only does it help you stay connected with your audience and increase brand awareness, but it can also drive conversions and revenue.
But with so many different tactics and tools at your disposal, it can be overwhelming to know where to start.
That's why we've compiled a list of the best practices for sending marketing emails to ensure your campaigns succeed.
✅ Get consent from email subscribers through opt-in forms on your website, at checkout, or through social media sharing.
✅ Manually add contacts to your email list, as long as they give their consent to receive your marketing messages. Make sure to keep proof of this consent, especially under GDPR regulations.
✅ Offer a lead magnet, like a quiz, email series, or downloadable PDF, to incentivize more signups.
✅ Deliver what your subscribers have signed up for in terms of content and email frequency.
✅ Include an unsubscribe link in your emails to give subscribers the option to stop receiving your marketing emails.
✅ Add an "Update preferences" link in your emails to allow subscribers to change their details, such as self-selecting different email lists or updating contact information.
✅ Follow email newsletter best practices, such as segmenting your email list, personalizing your emails, and optimizing for mobile devices.
In conclusion, it's important to understand the difference between cold email and email marketing.
Cold email is a one-time, standalone email that is sent to a person or business that the sender has no prior relationship with, with the goal of establishing a relationship or making a sale. Email marketing, on the other hand, is the use of email to promote products or services to a list of subscribers who have opted in to receive emails from the company.
Both approaches can be effective for generating leads and driving sales, but it's crucial to understand the differences and use the appropriate strategy for your business goals.
Ultimately, the choice between cold email and email marketing will depend on your target audience, the nature of your business, and your overall marketing strategy.
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